Question 1

The Economic Research Service of the U.S.Department of Agriculture provides information on topics from how many dairies there are in the U.S.to how much broccoli was eaten per person in 2010.This service provides

Accepted Answer

A)  internal primary data.
B)  nonprobability sampling tools.
C)  internal secondary data.
D)  external secondary data.
E)  external primary data.F) A) and E)
G) None of the above

Question 2

Figure 8-21 above, shows average annual sales (in units) per household, by household size for Tony's Pizza.Analyze this chart.What findings would you present to a supervisor?

Accepted Answer

Numbers on the vertical axis-number of T...

Question 3

"Why do you smoke?" is an example of which type of question?

Accepted Answer

A)  Likert scale
B)  fixed alternative
C)  dichotomous
D)  open-ended
E)  semantic differentialF) All of the above
G) A) and C) D

Question 4

Filmmakers want movie titles that use basically the same factors that make a good brand name; they must be concise, grab attention, __________, and have no legal restriction.

Accepted Answer

A)  be creative
B)  seem familiar
C)  use alliterative techniques
D)  be easy to remember
E)  capture the essence of the filmF) B) and D)
G) A) and B)

Question 5

A collection of databases that store, organize, and manage data sources is called a _________.

Accepted Answer

A)  data vault
B)  data warehouse
C)  data depot
D)  data storehouse
E)  data stockroomF) All of the above
G) A) and B)

Question 6

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products is called __________ hunting.

Accepted Answer

A)  trend
B)  fad
C)  inclination
D)  craze
E)  tendencyF) A) and B)
G) None of the above A

Question 7

In marketing experiments, the independent variables of interest - sometimes called the marketing __________-are often one or more of the marketing mix elements, such as product features, price, or promotion.

Accepted Answer

A)  enforcers
B)  drivers
C)  forces
D)  actions
E)  cross-referencesF) A) and B)
G) C) and E)

Question 8

Evaluating the results of a marketing decision involves

Accepted Answer

A)  asking prospective customers if they are likely to buy the product during some future time period.
B)  requesting the firm's salespeople to estimate sales during a coming period.
C)  determining if the marketing research and analysis used to develop the recommendations was effective.
D)  collecting projections from all regional sales managers and making projections based on a region to region basis.
E)  monitoring the marketplace to determine if action is necessary in the future.F) B) and E)
G) None of the above

Question 9

Observing people and asking them questions are the two principal ways to obtain

Accepted Answer

A)  primary data.
B)  internal secondary data.
C)  external secondary data.
D)  experimental independent variables.
E)  nonprobability data.F) B) and D)
G) A) and C)

Question 10

The two main types of data are

Accepted Answer

A)  independent and dependent.
B)  primary and secondary.
C)  comprehension and case specific.
D)  extraneous and experimental.
E)  measurable and non-measurable.F) D) and E)
G) C) and D)

Question 11

Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry.Some members claimed the problem was Canadian retailers had been replaced by Wal-Marts.Others said the problem was with stodgy promotions.Still others said the problem was caused by too little money being budgeted to fund marketing programs.The best way to identify the true problem would be to use __________.

Accepted Answer

A)  market analysis
B)  marketing management
C)  intelligence gathering
D)  marketing research
E)  information miningF) All of the above
G) C) and D) D

Question 12

Prior to its production, Fisher-Price managers developed a(n)  __________ for the Chatter Telephone that involved adding a noisemaker, wheels, and eyes to the basic telephone.

Accepted Answer

A)  virtual concept
B)  product substitute
C)  product hypothesis
D)  new-product concept
E)  new-feature matrixF) C) and E)
G) A) and B)

Question 13

Observational data refers to

Accepted Answer

A)  facts and figures newly collected for the project at hand.
B)  facts and figures obtained by watching people either mechanically or in person, how people actually behave.
C)  facts and figures obtained by asking people questions either through personal interviews, panel discussions, or questionnaires.
D)  facts and figures that have already been recorded from multiple sources prior to the project.
E)  conclusions developed from information obtained from a representative sample of a population.F) A) and E)
G) A) and B)

Question 14

statistical or financial data on markets, products, and organizations.These can be accessed either directly, via Internet search engines, or

Accepted Answer

A)  portals through key word searches.
B)  internal statistical data.
C)  probability sampling data.
D)  personal chat rooms.
E)  Internet clubs.F) A) and C)
G) None of the above

Question 15

Which of the following statements concerning the marketing research approach is most accurate?

Accepted Answer

A)  The primary purpose of marketing research is to collect data, not to take actions on it.
B)  When collecting marketing research, people may or may not be willing to tell you what you want to know if it is potentially embarrassing.
C)  Marketing research if done properly will always result in a positive marketing result.
D)  People are just as able to give accurate information about products they have only heard about as those they have actually used.
E)  Amongst those people who participate in market research panels, there is an almost perfect correlation between a respondent's stated intentions and their actual buying behavior.F) A) and D)
G) B) and C)

Question 16

A new field of marketing that studies the brain and its response to marketing stimuli is referred to as

Accepted Answer

A)  extrapolation.
B)  hypothesizing.
C)  neuromarketing.
D)  deduction.
E)  conjecture.F) A) and B)
G) C) and D)

Question 17

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions is referred to as __________.

Accepted Answer

A)  enquiry
B)  empirics
C)  data mining
D)  marketing tactics
E)  marketing researchF) A) and B)
G) A) and C)

Question 18

Eppie's Used Cars wanted to discover whether straight price discounting worked better than a free gift.It ran two different television commercials on alternate Wednesdays.Commercial A offered 20 percent off Blue Book price for any 4-wheel-drive vehicle on the lot while Commercial B offered a free tent with the purchase of any 4-wheel-drive vehicle at Blue Book price.The offer was the __________ variable.How many people responded to each type of offer is called the __________, and would suggest whether straight discounting or a gift incentive was the better strategy for increasing traffic.

Accepted Answer

A)  marketing; dependent variable
B)  dependent; independent variable
C)  control data; independent variable
D)  independent; dependent variable
E)  dependent; control dataF) B) and D)
G) A) and B)

Question 19

Simply put, in marketing experiments, the independent variable is the __________ and the dependent variable is/are the __________.

Accepted Answer

A)  cause of an action; effect of an action
B)  outcome; factor beyond the experimenter's control
C)  effect of an action; cause of an action
D)  element that never changes; the element that always changes
E)  element that always changes; the element that never changesF) C) and D)
G) A) and B)

Question 20

Even though primary data can be especially valuable to an individual firm, it often plays "second fiddle" to secondary data because

Accepted Answer

A)  secondary data is much more up-to-date and tailored to a specific firm or industry.
B)  secondary data, although far more expensive, is also much more reliable.
C)  primary data is usually more costly and time consuming to collect.
D)  primary data can be accessed by virtually anyone so the information generated loses much of its value.
E)  primary data is less fact and figure based; it is more subjective and therefore more vulnerable to misinterpretation.F) A) and E)
G) All of the above

Exam 8: Marketing Research: From Customer Insights to Actions

The Economic Research Service of the U.S.Department of Agriculture provides information on topics from how many dairies there are in the U.S.to how much broccoli was eaten per person in 2010.This service provides

Correct Answer
verified

Figure 8-21 above, shows average annual sales (in units) per household, by household size for Tony's Pizza.Analyze this chart.What findings would you present to a supervisor?

Correct Answer
verified
Numbers on the vertical axis-number of T...
View Answer

"Why do you smoke?" is an example of which type of question?

Correct Answer
verified
D

Filmmakers want movie titles that use basically the same factors that make a good brand name; they must be concise, grab attention, __________, and have no legal restriction.

Correct Answer
verified

A collection of databases that store, organize, and manage data sources is called a _________.

Correct Answer
verified

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products is called __________ hunting.

Correct Answer
verified
A

In marketing experiments, the independent variables of interest - sometimes called the marketing __________-are often one or more of the marketing mix elements, such as product features, price, or promotion.

Correct Answer
verified

Evaluating the results of a marketing decision involves

Correct Answer
verified

Observing people and asking them questions are the two principal ways to obtain

Correct Answer
verified

The two main types of data are

Correct Answer
verified

Correct Answer
verified
D

Prior to its production, Fisher-Price managers developed a(n) __________ for the Chatter Telephone that involved adding a noisemaker, wheels, and eyes to the basic telephone.

Correct Answer
verified

Observational data refers to

Correct Answer
verified

statistical or financial data on markets, products, and organizations.These can be accessed either directly, via Internet search engines, or

Correct Answer
verified

Which of the following statements concerning the marketing research approach is most accurate?

Correct Answer
verified

A new field of marketing that studies the brain and its response to marketing stimuli is referred to as

Correct Answer
verified

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions is referred to as __________.

Correct Answer
verified

Correct Answer
verified

Simply put, in marketing experiments, the independent variable is the and the dependent variable is/are the .

Correct Answer
verified

Even though primary data can be especially valuable to an individual firm, it often plays "second fiddle" to secondary data because

Correct Answer
verified

Exam 8: Marketing Research: From Customer Insights to Actions

The Economic Research Service of the U.S.Department of Agriculture provides information on topics from how many dairies there are in the U.S.to how much broccoli was eaten per person in 2010.This service provides

Correct AnswerverifiedShow Answer

Figure 8-21 above, shows average annual sales (in units) per household, by household size for Tony's Pizza.Analyze this chart.What findings would you present to a supervisor?

Correct AnswerverifiedNumbers on the vertical axis-number of T...View AnswerShow Answer

"Why do you smoke?" is an example of which type of question?

Correct AnswerverifiedD

Filmmakers want movie titles that use basically the same factors that make a good brand name; they must be concise, grab attention, __________, and have no legal restriction.

Correct AnswerverifiedShow Answer

A collection of databases that store, organize, and manage data sources is called a _________.

Correct AnswerverifiedShow Answer

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products is called __________ hunting.

Correct AnswerverifiedA

In marketing experiments, the independent variables of interest - sometimes called the marketing __________-are often one or more of the marketing mix elements, such as product features, price, or promotion.

Correct AnswerverifiedShow Answer

Evaluating the results of a marketing decision involves

Correct AnswerverifiedShow Answer

Observing people and asking them questions are the two principal ways to obtain

Correct AnswerverifiedShow Answer

The two main types of data are

Correct AnswerverifiedShow Answer

Correct AnswerverifiedD

Prior to its production, Fisher-Price managers developed a(n) __________ for the Chatter Telephone that involved adding a noisemaker, wheels, and eyes to the basic telephone.

Correct AnswerverifiedShow Answer

Observational data refers to

Correct AnswerverifiedShow Answer

statistical or financial data on markets, products, and organizations.These can be accessed either directly, via Internet search engines, or

Correct AnswerverifiedShow Answer

Which of the following statements concerning the marketing research approach is most accurate?

Correct AnswerverifiedShow Answer

A new field of marketing that studies the brain and its response to marketing stimuli is referred to as

Correct AnswerverifiedShow Answer

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions is referred to as __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Simply put, in marketing experiments, the independent variable is the __________ and the dependent variable is/are the __________.

Correct AnswerverifiedShow Answer

Even though primary data can be especially valuable to an individual firm, it often plays "second fiddle" to secondary data because

Correct AnswerverifiedShow Answer

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Numbers on the vertical axis-number of T...
View Answer

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D

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A

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D

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Simply put, in marketing experiments, the independent variable is the and the dependent variable is/are the .

Correct Answer
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